Gillette’s ’We believe: the best men can be’ razors commercial takes on toxic masculinity

The shaving brand Gillette has launched a new ad campaign in response to the Me Too movement. The video urges men to hold each other to a higher standard and to step up when they see fellow men acting inappropriately towards women. The video has received intense criticism on social media with many men calling for a boycott of the brand Subscribe to Guardian News on YouTube ► Move over, Gillette: four products to rile men who like their masculinity toxic ► Today in Focus podcast ► Support the Guardian ► The Guardian YouTube network: The Guardian ► Guardian Football ► Guardian Sport ► Guardian Culture ► #metoo #timesup